Coffee Conversations That Built a Marketing Revolution with Tanya & Tony Thorson
Episode Links:
Get Off Your (M)ass! on Amazon - https://www.amazon.com/get-off-your-ass-business/dp/b0fdpxxvwb
Tanya Thorson on LinkedIn - https://www.linkedin.com/in/tanyathorson/
Tony Thorson on LinkedIn - https://www.linkedin.com/in/tony-thorson-96878b10/
Summary:
In this episode of The Corvus Effect, I welcome husband-wife duo Tanya and Tony Thorson, co-authors of "Get Off Your (M)ass!" and founders of B2A (Business to Anyone). Tanya brings 20 years of go-to-market expertise across consumer brands and B2B SaaS, while Tony approaches marketing through an engineering lens as managing director of Litech US. Together, they challenge the artificial divide between B2B and B2C, arguing that buyers don't transform at 8:59 AM and marketing has lost its nerve by focusing on funnels instead of human behavior.
The conversation explores their P.O.I.S.E. framework (Personalization, Omnichannel, Innovation, Strategy, Emotional Intelligence), the "smudge concept" of irreplaceable human fingerprints in automation, and their Curiosity Creed. Through references spanning Andy Warhol to Taylor Swift to Queen Elizabeth II, Tanya and Tony make their case that the future of marketing isn't about spray-and-pray tactics or vanity metrics, but about pipeline velocity, authentic connection, and reclaiming critical thinking in an AI-driven world.
Show Notes:
00:32 What Brought Them Together
04:04 The B2A Philosophy: People Don't Transform at 8:59 AM
05:29 Coffee Conversations and Beautiful Mind
06:53 Working Together as Partners
09:43 The POISE Framework
12:03 The Smudge Concept: Andy Warhol and Human Fingerprints
14:01 Queen Elizabeth, Taylor Swift, and Cultural Icons
17:02 Breaking the Funnel Paradigm
19:41 The Cross-Functional Champion
21:23 The Resonance Mix and Authenticity
22:25 Mosaic Marketing and Innovation
24:22 The Curiosity Creed Across Generations
27:41 AI, Critical Thinking, and Neuroplasticity
31:27 Hope for the Next Generation
33:54 The Rebellion: Get Off Your (M)ass
35:17 Mise-en-Place Marketing
37:47 Legacy and Foundation for Their Daughters
40:59 How to Connect and Final Thoughts
Transcript:
